Department of Management- Positioning is the act of designing the company’s offering and image to make a distinctive place in the mind of the target market or consumer. ,positioning ,process of positioning ,attributes based positioning ,physical characteristics ,types of positioning ,competitors‘ based positioning ,product class ,the cultural symbol approach ,types of positioning errors

1. TRINITY INSTITUTE OF PROFESSIONAL
STUDIESSector – 9, Dwarka Institutional Area, New Delhi-75
Affiliated Institution of G.G.S.IP.U, Delhi
Positioning in Marketing
Dr. Jaspreet Kaur
Associate Professor

2. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Definition of Positioning?
Positioning is the act of designing the
company’s offering and image to make a
distinctive place in the mind of the target
market or consumer.

3. Process of Positioning of a
Product
1. Analyze the consumers’ perceptions in relation to
competitors’.
2. Identify competitors’ positions.
3. Find out the consumer preferences.
4. Select the position for the product.
5. Monitor the positioning strategy.

4. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Types of Positioning
• Attributes based positioning: This type of positioning is
seen with technical products. E.g. The Ericsons EH237
mobile phone is its Low weight and has a number of
features
a. Physical characteristics:
• These can be measured in physical scale like the
temperature, color intensity, distance, strength of
fragrance etc.
b. Pseudo-physical characteristics:
• These show the physical properties which are not easily
measured. The examples are type of fragrance,
creaminess etc.

5. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Types of Positioning
• Benefits Based positing: This is based on the needs
fulfilled by the products e.g. Crest toothpaste
reduces cavities.
• Usage occasions based positioning: The same can be
seen in products like Mentadent Night Action
toothpaste positioned for evening use. Another
example is Itch Guard skin ointment which has been
positioned as an Over. The Counter (OTC) medicine.

6. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
• Competitors‘ based Positioning: Here a product
is directly positioned against a competitor. E.g
Compaq has been directly compared to the
competitor products like IBM personal
computers.
• Product Class: E.g. of this positioning is Van Den
Bergh's “I Can't Believe It's Not Butter” which is
positioning the product against butter. Another
example is Nescafe Bru positioned itself as
instant coffee
Types of Positioning

7. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
• Quality Positioning: Here the product is
positioned on the basis of quality
e.g.Sony
• Price Positioning: Positioning could also
be done on the basis of price of the
product e.g. Akai and Tata products are
always cheapest in their segment.
Types of Positioning

8. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Types of Positioning
• The cultural symbol approach:Some
companies use strong cultural symbols to
differentiate their brands .For example the
Brand name Gattu by Asian Paints helps them
to position itself as a brand that is always
ready to help, quick in decision-making and
very much young and contemporary.

9. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Types of Positioning Errors
• Under Positioning – This refers to the state
where consumers are unable to look at the
advantage, and feel the USP of the product
e.g.Vanilla Coke
• Over Positioning – This could be giving the
buyers too narrow a picture of the company. For
e.g. if the consumers assumes that Steuben glass
company makes only fine art glass costing
Rs.1,000 whereas it could also make a glass
Rs.50.

10. TRINITY INSTITUTE OF PROFESSIONAL STUDIES
Sector – 9, Dwarka Institutional Area, New Delhi-75
Types of Positioning Errors
• Confused Positioning: Here the buyers have a
confused image of the company. E.g.Next
computers
• Doubtful Positioning: Buyers find hard to
believe the brand claims e.g. Fair and
Handsome cream

11. Thank You